Shriro exits De Dietrich brand, clears stock at unbelievable prices

Shriro Australia has confirmed it has stopped distributing the premium French major appliance brand De Dietrich and is running out its remaining stock via a Grays Online sale at drastically reduced prices.

Described by former Hagemeyer Brands CEO Mark Bilton as “the best appliance brand you’ve never heard of”, De Dietrich specialises in high end design- and technology-focused appliances, normally integrated into the kitchen. The brand was being sold through a limited retail channel under a pro forma or agency agreement.

Shriro picked up the distribution of De Dietrich when it purchased Hagemeyer Brands Australia last year, along with entry level appliance brand Omega and mid-market German brand Blanco. Shriro has said the decision to resign the distribution of De Dietrich will have no affect on these two existing brands.

The zenith of the De Dietrich brand in Australia was when Bilton hosted a lavish Bastille Day launch event for the brand in July 2007. Celebrity chef Jacques Reymond was on hand that day to prepare traditional French cuisine on the new Continuum induction cooktop, which was one of the first hobs of its type to be released in Australia.

A high end appliance, this Continuum Induction hob was priced at RRP $4,799. Today, consumers can pick one up for only $2,199 as the final stock is run out by clearance website Grays Online. That deal is comparatively thin when listed on the same page as rangehood that has been slashed from RRP $3,099 to $999 and a very well-featured pyrolytic oven with steam function that has been discounted from RRP $3,999 to $1,899.